Brand Portfolio Management

About this programme

Brand Portfolio Management is dedicated to issues related to creative Brand Portfolio Strategy; featuring hot and relevant topics for the new and mature brand portfolio such as Brand Architecture (Branded House-House Of Brands) , Brand Consolidation Strategy Brand Alliance Strategy for Brand Portfolios and issues related to brand leveraging and brand licensing. The course departs from identifying company specific Brand Portfolio Objectives and the course has an extremely including nature where soccer teams, persons and brands in general are all part of the brand portfolio. Choose semester and course offering to see current information and more about the course, such as course syllabus, study period, and application information. Please note: all information from the Course syllabus is available on this page in an accessible format. Brand Portfolio Management focus on practical strategies for brands on a mature market with complex brand structures and an often fragmented market place. The aim of the course is to facilitate theoretical understanding and pure practical knowledge to apply high-tech brand architecture and the design of a uniform and credible branding strategy for the industrial company over time. Technology intensive companies, such as 3M, Microsoft, Honeywell, ABB and General Electric are typical representatives for an appropriate application of brand portfolio management on an industrial market. The course also intends to formulate a more expansive view on what a brand portfolio and a brand architecture implies in practice and different definitions of brand